758Entering 2025, the transaction pace of TikTok Shop in the US region seems to be increasingly steady.
The performance in June once again proves this point: from trendy toys to beauty, from hardware tools to fashion accessories, multiple categories have achieved impressive results in the US market.
Behind this, there is both the continued boom of traditionally strong categories and the counter-trend rise of mid-tier influencers and "niche" tracks.
Image source: Internet
POPMART goes viral, hardware tools steal the spotlight, interest-based e-commerce still has potential
In June, the trendy toy brand from China, POPMART continued its efforts. With two US stores, its total monthly sales exceeded $18 million, firmly sitting at the top of TikTok Shop's US sales ranking. Leveraging TikTok's short video content scenarios, trendy toys are becoming the new "top stream" in cross-border markets.
Also surprising is the hardware tool brand vevor, whose monthly sales also approached $10 million, ranking among the top three merchants in the US. This achievement proves that TikTok Shop is not only a battlefield for "fashion + beauty", but even hardware and tool categories have the opportunity to explode in popularity.
Moreover, the June rankings show that the main consumer categories on the US platform are still care & beauty, health products, sports & outdoors, and women's apparel, with the leading brands in these tracks maintaining high sales.
Interestingly, collectibles and fashion accessories also occupy a place in the rankings, and the long-term value of interest-based e-commerce seems to be continuously validated.
Image source: Ebrun
Category wars escalate, top brands take turns trending
Looking into the competitive landscape of each major category, we can see—
In the care & beauty category, the veteran Tarte Cosmetics saw monthly sales exceed $8 million, firmly at the top of the beauty list;
medicube US Store and the rising star ONE SIZE BEAUTY also performed well, following closely with sales of $4-5 million and $3-3.5 million respectively;
It is worth mentioning that the competition among the lower ranks in care & beauty is very fierce, with frequent changes in the 10th-20th places, reflecting that new brands in this category still have a "breakout window".
In the women's apparel segment, the top position is almost a "tug-of-war"—
Hsia-Bras and Comfrt both tied for first place with $3-4 million in sales;
While May's leader FeelinGirl LLC slightly dropped to third place.
The common feature of this category is: rankings change every month, and competition is always under high pressure.
In the health category, functional nutrition brands remain strong. MaryRuth's and Goli Nutrition both occupy the top spots, with monthly sales in the $6-7 million range, and the momentum of chasing brands is also quite fierce.
The sports & outdoors segment has seen little change in its structure, Halara US continues to lead with $5-6 million in sales, while Merach fitness and Merach US form the "chasing echelon".
Image source: Ebrun
New influencer forces rise, the "small but beautiful" approach continues to work
If the merchant ranking reflects the hard power of brands, then the influencer sales ranking is a vivid portrayal of TikTok's content ecosystem vitality.
In June, US-based influencer jahjosephh, with less than 500,000 followers, successfully topped the list with nearly $10 million in sales.
Moreover, in the ranking, "small and medium influencers" with less than 100,000 followers accounted for as much as 35%, which fully illustrates:
Under the content-driven sales logic of TikTok Shop, relying solely on "follower count" is no longer the only pass, content seeding + high conversion is the core competitiveness.
Image source: Ebrun
Final words
From the data in June, there are two obvious trends in the TikTok Shop US ecosystem:
1. Traditional strong categories still have a very strong moat, but new categories, new brands, and new influencers can still find breakout opportunities.
2. The popularity of trendy toys, hardware, beauty, and health categories continues, with interest-based e-commerce and practical e-commerce going hand in hand.
For overseas brands and cross-border sellers, the TikTok Shop US market is forming a diversified pattern where "long tail + bestsellers" coexist, and brands + influencers resonate together.
The next question is:
Are you ready to keep up with this wave?
